Science Meets Social Media

Cetaphil is on a mission, with the help of social media, to prove that science-driven skincare doesn’t have to be expensive.

The company conducted research to find that 70% of Americans self-diagnose as having sensitive skin with symptoms like dryness, irritation, roughness, and tightness. As such, Cetaphil created Sensitive Skin Awareness Week from March 22-28. During that week, the drugstore brand launched a digital campaign across TikTok, Facebook, and Instagram that featured live chats, account takeovers, and partnerships with both dermatologists and influencers.

So far, the campaign has been paying off. Cetaphil improved from the No. 4 to the No. 3 most popular skincare brand behind CeraVe and Neutrogena. By offering skin advice from a professional, but executing it in a less formal format that is familiar to Gen Z, who are considered “skintellectuals”, allows Cetaphil to prioritize and optimize its video content across channels, while also aiding engagement, a strategy leading brands in Gartner’s ranking used during the pandemic.

Despite the fact that social media platforms are often fraught with misinformation, healthcare professionals including dermatologists have taken to TikTok during the pandemic to burst skin myths and highlight skin facts. As #DermTok became more popular, Cetaphil and CeraVe became two of the hero brands for users in need of simplifying their routine in an affordable and effective way. #Cetaphil even ended up surpassing #DermTok by about 60 million views.